"The key to executing a successful multichannel campaign is to know your audience, help them rather than sell to them and create meaningful content that shares the brand story appropriately across channels."

The drugmaker announced in its earnings call Wednesday that the FDA has rescinded the company's Breakthrough Therapy designation, which could delay Merck's HCV doublet therapy launch from early to mid-2016.

Phase-II data show reduced hepatitis-C RNA levels among HIV-positive patients, the drugmaker shared at a medical meeting. Boehringer also released co-infection data.

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